Here's a nice example of a brand using its ads to help solve a problem. Pedigree wanted to encourage dog owners to give their pets the recommended 30-minute walk each day, so DDB Brussels used bus shelter ads to create dog-walking tour routes through Belgium's largest cities. Each walk was arranged in a loop covering about 2 kilometers, scattered through neighborhoods in Brussels and Ghent. The effort won gold at Belgium's Creative Out of Home Awards earlier this year. Via Adrants.